Product Naming 101: Don’t Do What Microsoft Does
July 22, 2007 by Susan Gunelius
Filed under Miscellaneous
Naming a product is an extension of your overall brand. In fact, a product name can grow into a brand unto itself. That means it’s essential to pick the right name. It will hopefully become very famous and be around for a long time. It’s important to choose strategically but not too seriously. That’s a lesson Microsoft has failed time and again, so much so that their wordy product names and packaging have provided material for comedy acts for a long time. Check out the YouTube video below that shows what the Apple iPod package would have looked like if it were a Microsoft product. It’s funny and it does a great job of demonstrating how not to name your product and design your packaging.
After all the backlash, Microsoft is trying to change and has put a lot of resources, money and effort into creating better product names. Recently, they launched products called Silverlight, Popfly and Surface, all of which are creative names that enhance the products they represent rather than overpower them. So next time you need to come up with a product name, remember this simple phrase: Brevity and creativity are good. Wordiness is bad. Can you think of any other product names that missed the mark? Do you think the company behind the product lost opportunities in the marketplace because of a poor name?
You know, I assume, that Microsoft produced the iPod packaging video, right? I think they get it. Their challenge is that they’re a big company that is relatively decentralized and driven my engineering, not marketing.
Yes, even Microsoft execs have said that the video was an inside job. Sounds like they’re listening to the message by introducing new, hipper brand names. It’s a great lesson for other businesses to learn from.